Member Since: 8/20/2011
Posts: 12,590
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Katy Perry has signed on as an investor and a brand ambassador for the crunchy snack, according to a statement from the company released Wednesday.
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Ads featuring Ms. Perry, created by an agency named Zambezi, are to begin running over the weekend. They feature colorful, portrait-style photographs of her in upbeat poses.
The ads will carry headlines like “Spare me the guilt chip,” “Love. Without the handles” and, accompanying an ad in which Ms. Perry poses with two bags of Popchips in front of her chest, “Nothing fake about ’em.”
The campaign is based “on the bigness and appeal of Katy’s personality,” said Chris Raih, managing director at Zambezi in Los Angeles. The campaign, with a budget estimated at $2 million, will include the first national print ads for Popchips, to run in magazines like Cosmopolitan, Elle, People, Seventeen and US Weekly.
The national magazine ads reflect the growth of Popchips, said Keith Belling, chief executive at Popchips Inc. in San Francisco, as the brand is sold in the snack aisles of stores like Kroger, Safeway, Target and Walgreens.
There will also be digital banner ads, on Web sites like maxim.com and mtv.com. And there will be posters to appear outdoors and in malls in markets like Boston, Seattle and Toronto.
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